McDonald's Corp., Oak Brook, Ill., said the new ads by DDB
Needham Worldwide, Chicago, that the fast-feeder unveiled at its worldwide convention in Orlando were warmly received by franchisees. The campaign revolves around the tag "We love to see you smile" and represents a more emotional message strategy than the previous "Did somebody say McDonald's?" theme, which a company spokeswoman described as very successful. One franchisee who previously had been critical of the company said the new campaign lightens things up a bit, adding that "the demise of the Golden Arches is greatly exaggerated."
Copyright April 2000, Crain Communications Inc.